AVAILABLE FOR NEW PROJECTS

Marketing strategy that crosses borders.

Fractional Head of Marketing with 15+ years building brand, content and pipeline for B2B and B2C teams across the US, Europe and LATAM.

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Mariel Lantigua — B2B field marketing manager and demand generation consultant, professional portrait

15+

years in B2B/B2C marketing

3

regions: US, Europe, LATAM

2

native working languages

I've managed enterprise accounts like Amazon (US/UK) and The New York Times. Today I'm Head of Marketing at a boutique B2B tech agency, integrating AI (Claude, ChatGPT, Notion AI, Canva AI) into every process. Based in Madrid.

WHAT I DO

Four ways we can work together.

Each pillar solves a different need — from defining who you are to leading marketing without hiring a full team.

TO REPOSITION YOURSELF

Brand strategy

  • Brand strategy and positioning
  • Messaging and tone of voice
  • Creative direction and visual identity
  • Employer branding and brand culture
TO BUILD PRESENCE

Content & social media

  • Content strategy and editorial calendar
  • LinkedIn, Instagram and other channel management
  • Copywriting and brand storytelling
  • Newsletter and email marketing
TO GENERATE PIPELINE

Campaigns & demand generation

  • Integrated campaigns: paid, email, social, content
  • Field marketing and in-person/virtual events
  • Lead generation and sales alignment
  • Reporting and data-driven optimization
TO LEAD WITHOUT HIRING

Consulting & fractional leadership

  • Fractional / part-time Head of Marketing
  • Audit and diagnosis of existing marketing
  • Go-to-market strategy design
  • Mentoring for junior marketing teams
WHO I'VE WORKED WITH

Brands that have already trusted this strategy.

Amazon US
Amazon UK
The New York Times
+ your logo here

"Mariel is an exceptional talent: smart, diligent, direct and responsible. While I supervised her, she accomplished remarkable transformations in our marketing department, collaborating across teams so projects ran like a Swiss clock."

JB

Jose Bonetti

CEO/COO at GBH (direct manager)

"Mariel is a very reliable person who always hits her goals. After moving into Digital Marketing, she achieved excellent results with the digital brand, drawing on a strong understanding of operations to highlight the value of our services."

SB

Sherley Brito

Senior Project Manager, former colleague at GBH

"She's that one team member you can trust with any task without a second thought, fully expecting her to deliver without breaking a sweat. She combines attention to detail, organization and strong time management."

GD

Ginifsa De La Cruz

Creative Project Manager / Digital Producer (direct manager)

"Disciplined, goal-oriented, confident, proactive — she makes things happen no matter how difficult they seem. She's an A-team player, and working alongside her is a treat."

AA

Angel Adames

Head of DevOps

CASE STUDIES

Results, not just promises.

Four real projects, with the challenge, approach and measurable result behind each one.

20–30 Qualified leads per edition
FIELD MARKETING

B2B executive event series

Designed and produced a branded event series (Tech & Tonic / Tech & Coffee) from the ground up for a B2B technology company: concept, positioning, speaker curation, and full logistics. Each edition brought together 50–70 senior decision-makers, and the series became the company's primary demand generation engine, with leads handed to sales with full context.

4 International markets
INTERNATIONAL PRESENCE

International conference & trade show program

Coordinated participation in major industry conferences — eMerge Americas, Seamless Berlin, InsurTech NYC and UXDX — managing brand presence, logistics, speakers and lead capture across multiple countries at once. The result: consistent brand presence across 4 international markets, with a follow-up process connecting every event directly to pipeline.

+150% Audience growth in 12 months
CONTENT & LINKEDIN

LinkedIn content & growth strategy

Built a B2B brand's LinkedIn strategy from zero organic visibility: editorial calendar, content formats, and thought-leadership positioning targeting C-suite buyers across the US and LATAM. In under 12 months, LinkedIn became a primary inbound channel, reducing dependency on paid acquisition.

+30% Website traffic in year one
BRAND STRATEGY & WEBSITE

Full rebrand & website overhaul

Led a complete rebrand for a B2B tech firm whose identity no longer matched the maturity of the business: brand strategy, visual identity direction, messaging, and full website content architecture, built around the enterprise buyer journey. The result was a brand credible enough to support relationships with clients including Amazon and The New York Times.

ABOUT ME

15 years connecting brands with markets that don't look alike.

I've spent 15+ years leading brand strategy, content, campaigns and events across the US, Europe and LATAM — managing enterprise accounts like Amazon and The New York Times. Today I'm Head of Marketing at a boutique B2B tech agency, where I integrate AI tools into every workflow. I'm bilingual in Spanish and English, working from Madrid with teams around the world.

LET'S TALK

Does your brand need a new strategy?

Tell me what you're working on and I'll get back to you within 48 hours with next steps.

hola@mariellantigua.com LinkedIn

Your message goes straight to my inbox. I'll get back to you within 48 hours.